Demand for mindful activities like completing puzzles has led to a spike in jigsaw sales, one firm says. The trend has prompted Great British Jigsaws, founded online in 2020 by a husband and wife team, to open a physical store. The Stafford-based firm's operations director said: "There's been a massive movement, I feel, with people wanting to turn away from digital, people wanting to escape their screens." Commenting on the trend, games expert Christopher Headleand said: "People aren't necessarily rejecting screens, but they are proactively searching for balance." An example of what is driving sales, she said, came from an older customer who explained she and her friends were completing jigsaw puzzles as their "dementia prevention". Prof Headleand, head of the games institute at the University of Staffordshire, continued: "As more and more of our lives is screen-dominated, then the ability to escape from that and do something different is becoming more important."Part of the joy of a jigsaw was the tactile nature of it, something that is not replicated in the same way in a digital game, he added.
BBQ - How important is it for business to adapt to social changes?
